IAAF in new partnership with IEC in Sports

MUMBAI: After a review process that started over nine months ago, the International Association of Athletics Federation (IAAF) has announced that IEC in Sports (IEC) will become the new media partner of IAAF for Europe and Africa for the period 2010-2013. The agreement will cover all IAAF World Athletic Series competitions.

The IAAF and IEC will immediately begin the process of selling rights in the relevant territories, with priority given to the upcoming events of 2010, starting with the World Indoor Championships in Doha, Qatar (12-14 March).

IEC owned by Lagardere Sports having its headquarters in Stockholm, has offices in Lausanne, Dubai, Hong Kong and Sydney although 65 per cent of its turnover is generated from Europe and Africa.

It has the rights to more than 300 sports events a year and has a large experience in the field of media sales, distribution and production. But in particular, IEC has excellent experience in athletics and has worked on more than 50 events till date.

Said IAAF president Lamine Diack, “I am delighted to announce this new partnership with IEC who will bring a breath of fresh air, expertise and passion to the vital job of selling the media rights to the IAAF’s top competitions in the key markets of Europe and Africa.

"Following the marvelling performances of our athletes at the Olympic Games in Beijing and the World Championships in Berlin, I believe that our sport is on the threshold of a new golden age, and IEC will provide the dynamic and passionate support to make sure that we fully leverage our assets in the key TV markets.”

Averred IEC CEO Jonas Persson, “We are thrilled to have been awarded such a high profile set of rights. IEC’s commitment to Athletics has been second to none for more than a decade and we feel sure that this longstanding association with the sport, coupled with our dynamism to sales and experience in the industry were key factors in IAAF’s decision.”

The IAAF had earlier entered into a partnership with the European Broadcasting Union, the contract of which ends this year. The EBU was a partner of the IAAF in Europe and Africa since the first edition of the IAAF World Championships in athletics in 1983, offering broadcasting service through its members.

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